TELEVISION

TELEVISION; . . . And Now a Message From an Advocacy Group

Published: May 27, 1990

(Page 2 of 3)

What viewers see ranges from throwaway lines referring to a topic to entire episodes that tackle an issue head-on. Creators of the ABC series ''Growing Pains'' consulted with the Harvard Alcohol Project and its director, Dr. Jay Winsten, last year in developing an episode in which a character was killed in a drunken-driving accident. A recent episode of ''Dallas'' on CBS took a more subtle approach. After downing a drink with her sister, the character of April Stevens said: ''I don't think we should drive. I'll call a cab.'' As a result of efforts by the Harvard group, NBC's ''Dear John'' has prominently displayed a poster on the show touting the use of a designated driver.

An episode of CBS's ''Designing Women'' in December about the weight problem of Suzanne Sugarbaker, played by Delta Burke, made the point that it is not terribly important to worry about looking fat in a world where millions go hungry. ''Designing Women'' was one of half a dozen shows on all three major networks that broadcast episodes related to that theme as part of an effort organized by Prime Time to End Hunger to spotlight social problems.

The trend has generally been encouraged by the networks, which consider plot lines that promote recycling or the designated-driver program as a noncontroversial way to display social responsibility and relevancy.

''Groups in society have always accused television of being a vast wasteland where nothing having to do with reality is addressed,'' said Alan H. Gerson, vice president for program standards and broadcast policy at NBC. ''I think that was never true, but it certainly isn't true now. In recent years there has been more interest among the creative community in melding their programs with serious social issues, and that's O.K. with us as long as they do justice to the subject.''

For all that television has embraced certain cause-espousing groups and their issues, however, there is a lingering sense of unease about the trend among some of those who make shows. While the industry willingly uses its influence to address what are generally considered ''good'' causes, networks and producers continue to grapple with a different type of advocacy group: those who criticize them for including too much sex and violence in their shows, or for failing to reflect what they consider ''traditional'' values. Organizations such as Christian Leaders for Responsible TV, which opposes the inclusion of sex and violence in programming, have successfully pressed advertisers not to sponsor shows they deem objectionable.

The creative community also faces intensified lobbying from organizations seeking to change the way that everyone from business executives to AIDS victims is portrayed in entertainment programming. Hollywood executives say they have never before heard from so many groups trying to shape the way characters are drawn.

In addition, television finds itself under increasing pressure from politicians to take an active role in addressing social problems. In a speech this spring to the Academy of Television Arts and Sciences, President Bush urged producers and the networks to employ ''the power of TV as a force for positive change,'' particularly by focusing more on the perils of drug use.

In that atmosphere, anything that smacks of pressure, even on behalf of relatively benign causes, is worrisome to writers and producers who do not want their work shaped by outside influences.

''I am terribly concerned about the use of television for any propaganda purpose, no matter how noble that purpose might be,'' said Marshall Herskovitz, the co-executive producer of the ABC series ''Thirtysomething.'' After objections from religious groups earlier this year, the show saw most of its advertisers pull out of an episode that showed two men in bed together. ''We're having a very bad time with sponsors because of a different type of advocacy group, and I'm not sure how you determine the difference between that kind of group and those promoting other causes except that some have aims I like and others don't.''

For the most part, though, the relationship between the industry and the activist groups has been harmonious. Many producers, writers and network executives, especially younger ones, are sympathetic to and are sometimes actively involved in the causes espoused by the activist groups. Dr. Winsten of the Harvard Alcohol Project has been meeting with producers and writers for more than a year and a half. His initial meetings were set up with the help of Grant Tinker, the former head of NBC and now an independent producer, and other industry executives such as Frank Stanton, the former president of CBS.

Since then, Dr. Winsten has become a familiar figure to virtually every producer in town, prodding them to be careful about how they portray drinking in general and specifically asking for help in pointing out the perils of drinking and driving.

''Inevitably, television is always sending a message, whether the producers and writers intend to or not,'' Dr. Winsten said. ''They're already depicting alcohol use in many instances, and we just ask them to use sensitivity in how they portray the issue. They can save lives with a line or two of dialogue.''